An examination of artefacts in market-oriented firms

Cynthia O'Regan, Tomas Dwyer, Julie Mulligan

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
1 Downloads (Pure)


Purpose – The purpose of this paper is to examine the nature and influence of artefacts in market-oriented firms.
Design/methodology/approach – Document analysis, direct observation and 14 key informant
interviews were undertaken in 6 case study of companies.
Findings – The research investigated the nature and influence of four categories of artefacts in market-oriented firms, specifically, stories, arrangements, rituals and language. The four categories of artefacts were found to embody, reinforce, create and compliment the values, norms and behaviours of a market-oriented culture. Market-oriented artefacts are thus core to a market-oriented culture and in developing a market orientation.
Research limitations/implications – The four categories of artefact, namely, stories, arrangements,rituals and language embody a market-oriented culture; these artefacts are necessary to implement market-oriented behaviours. Artefacts play a significant cultural and behavioural part in creating a market-oriented culture.
Practical implications – To be a market-oriented firm means implementing a market-oriented culture. This paper requires managers to assess the degree to which they have developed and used market-oriented
artefacts in the establishment and strengthening of a market-oriented culture.
Originality/value – This paper addresses the limited understanding of market-oriented artefacts as anelement of a market-oriented culture
Original languageEnglish (Ireland)
Pages (from-to)86-102
JournalJournal of Research in Marketing and Entrepreneurship
Issue number1
Publication statusPublished - 2020


  • Market orientation
  • Market oriented culture
  • Market oriented artefacts


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